PENGARUH CELEBRITY ENDORSER, HALAL AWARENESS, PRODUCT QUALITY, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI KOTA MADIUN

CAHYANTI, ALIFAH JIHAN FITRIA (2026) PENGARUH CELEBRITY ENDORSER, HALAL AWARENESS, PRODUCT QUALITY, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

Alifah Jihan Fitria Cahyanti. 2026. The Influence of Celebrity Endorsers, Halal Awareness, Product Quality, and Brand Image on Purchasing Decisions for Wardah Cosmetic Products in Madiun City. Thesis. Management Study Program, Faculty of Economics and Business University PGRI Madiun. Supervisor (I): Dr. Hari Purwanto, S.E., M.M Supervisor (II): Dr. Rizal Ula Ananta Fauzi, S.E., M.M. The purpose of this study was to determine the influence of celebrity endorsers, halal awareness, product quality, and brand image on purchasing decisions for wardah cosmetic products in Madiun City. This study was conducted on all consumers who had purchased Wardah cosmetic products in Madiun City. The sampling technique used was non-probability sampling, with a sample of 384 respondents. The research method used was a quantitative approach using multiple linear regression analysis and SPSS software. The results of this study indicate that: 1) Partially, the celebrity endorser variable (X1) has a positive and significant influence on the purchasing decision for Wardah cosmetic products in Madiun City. 2) Partially, the halal awareness variable (X2) has a positive and significant influence on the purchasing decision for Wardah cosmetic products in Madiun City. 3) Partially, the product quality variable (X3) has a positive and significant influence on the purchasing decision for Wardah cosmetic products in Madiun City. 4) Partially, the brand image variable (X4) has a positive and significant influence on the purchasing decision for Wardah cosmetic products in Madiun City. 5) There is a positive and significant influence of celebrity endorser, halal awareness, product quality, and brand image simultaneously on the purchasing decision for Wardah cosmetic products in Madiun City. Keywords: Celebrity Endorser, Halal Awareness, Product Quality, Brand Image, Purchasing Decision

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Celebrity Endorser, Halal Awareness, Product Quality, Brand Image, Purchasing Decision
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FITRIA JIHAN ALIFAH
Date Deposited:	23 Oct 2026 03:06
Last Modified:	23 Oct 2026 03:06
URI:	http://eprint.unipma.ac.id/id/eprint/10548

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